The relationship between accommodation type and tourists’ in-destination behaviour

Abstract

ABSTRACT This paper examines the relationship between accommodation choice and in-destination behaviour among tourists visiting Cairns, in far north Queensland, Australia. The findings are based on an exit survey of 2715 domestic and international tourists between 2016 and 2018. Significant differences were observed in the profile, travel patterns and in-destination behaviours when segmented by accommodation types. This approach to segmentation has been largely ignored in the literature. The study highlights the value of having a diversified accommodation stock to help alleviate seasonality and disperse tourism flows throughout a destination, and visitation differences between first-time and repeat visitors. It also illustrates the benefits of in-destination marketing for different types of attractions and activities. Conceptually and operationally, the study suggests that accommodation type is a valid segmentation criterion, specifically in determining in-destination behaviour. This finding adds a new theoretical understanding of the role of segmentation in understanding visitor in-destination behaviour.